Coca-Cola, a global leader in the beverage industry, is renowned for its iconic brand, innovative marketing, and deep connection with sporting events worldwide. As a long-standing sponsor of major football tournaments, Coca-Cola consistently leverages these moments to engage fans and drive in-store activity.

For UEFA Euro 2024, Coca-Cola Europacific Partners teamed up with DIA Supermercados, Group M, and Nateevo to create a retail media campaign designed to capture the excitement of the tournament and connect with consumers at the point of purchase.

Distribuidora Internacional de Alimentación, S.A. (DIA) is a Spanish multinational discount supermarket chain founded in 1979. At the end of 2023 it had 3,956 stores, of which 2,318 in Spain, 1,048 in Argentina and 590 in Brazil with approximately 28,500 employees and a turnover of 8.9 billion euros. Dia also markets up to 7,500 Dia branded products internationally

Utilizing Cavai’s advertising technology, the team launched both off-site and on-site campaigns featuring a variety of creative formats. These creatives dynamically updated in real-time with match information via a live data feed, ensuring relevance and timeliness. All ads directed users to a Coca-Cola landing page hosted on the DIA Supermarkets website, seamlessly connecting digital engagement with retail opportunities.

The campaign ran from June 7, just before the tournament kickoff, through July 14, the day of the final, capitalizing on heightened fan anticipation and engagement throughout the event.